Uniqlo Study
Subject: Delivering Customer Value Though Marketing
Term: 2013/2014 Term 2
Tittle: UNIQLO Casual wear – Individual Assignment
UNIQLO - A number 1 Japanese Clothing Company
Assignment:
i) Describe and analyse the brand’s product, market positioning, pricing strategies and its target segment.
ii) Critically evaluate if the brand’s marketing activity is delivering values to its customers. Why?
iii) Suggest ways in which the brand can improve in its marketing strategies or activities.
i) Describe and analyse the brand’s product, market positioning, pricing strategies and its target segment
About UNIQLO:
UNIQLO is a Japanese causal wear retailer. It is also a wholly owned subsidiary of Fast retailing Co. Ltd. The first UNIQLO was opened in Japan in 1984. Across years, successful brand strategies enable UNIQLO to be the fourth fashion retailer in sales volume in 2013, just right after Zara, H&M and Gap.
Marketing mix is a useful tool to analyze UNIQLO’s strategies and its product development direction among competitors.
Marketing Mix (4P):
Overview
UNIQLO’s product:
UNIQLO provides a wide range of clothing, including Men’s, Women’s, Children’s, and even in Baby’s wear. UNIQLO manages this range of products in order to satisfy the needs of different age groups and genders. Especially children and baby wear, not all its competitors provide these two lines, this can satisfy customers’ need. UNIQLO has their own R&D team, to design the latest fashion and life-style wear to customer. Also, its materials sourcing team help to bring the most suitable and sometimes the luxury materials into product development in order to give the best wearing experience to customers. Such as premium down, cashmere sweaters and premium cotton are the good examples. UNIQLO gain customer’s trust in quality guaranty.
UNIQLO’s price:
UNIQLO’s products are not expensive comparing to its competitors, such as Gap, Zara, etc. Although
Term: 2013/2014 Term 2
Tittle: UNIQLO Casual wear – Individual Assignment
UNIQLO - A number 1 Japanese Clothing Company
Assignment:
i) Describe and analyse the brand’s product, market positioning, pricing strategies and its target segment.
ii) Critically evaluate if the brand’s marketing activity is delivering values to its customers. Why?
iii) Suggest ways in which the brand can improve in its marketing strategies or activities.
i) Describe and analyse the brand’s product, market positioning, pricing strategies and its target segment
About UNIQLO:
UNIQLO is a Japanese causal wear retailer. It is also a wholly owned subsidiary of Fast retailing Co. Ltd. The first UNIQLO was opened in Japan in 1984. Across years, successful brand strategies enable UNIQLO to be the fourth fashion retailer in sales volume in 2013, just right after Zara, H&M and Gap.
Marketing mix is a useful tool to analyze UNIQLO’s strategies and its product development direction among competitors.
Marketing Mix (4P):
Overview
UNIQLO’s product:
UNIQLO provides a wide range of clothing, including Men’s, Women’s, Children’s, and even in Baby’s wear. UNIQLO manages this range of products in order to satisfy the needs of different age groups and genders. Especially children and baby wear, not all its competitors provide these two lines, this can satisfy customers’ need. UNIQLO has their own R&D team, to design the latest fashion and life-style wear to customer. Also, its materials sourcing team help to bring the most suitable and sometimes the luxury materials into product development in order to give the best wearing experience to customers. Such as premium down, cashmere sweaters and premium cotton are the good examples. UNIQLO gain customer’s trust in quality guaranty.
UNIQLO’s price:
UNIQLO’s products are not expensive comparing to its competitors, such as Gap, Zara, etc. Although